Email marketing is a great way to connect directly with customers or potential customers by sending them messages straight to their inbox. What makes email marketing so effective is the fact that you are for the most part speaking directly to people who have already purchased something from you in the past or have previously been interested in your company. If you aren’t doing any email marketing right now then you might want to consider starting an email campaign to see some great results.
Whether you are new to email marketing or have had some experience with it, there are a few things you should focus on as you create a new campaign. Here are five things that can help you improve your email marketing strategy and get your messages read by customers.
1. Personalization Can Lead to Better Results
Recent marketing studies have shown that emails with personalized subject lines are 26% more likely to be opened. You can also tailor your ads and send emails to a specific group by segmenting your email list based on feedback and sales.
An easy way to begin personalization is by changing your email list sign up forms to include the customer’s name, gender, or particular interests. That way you can send emails about the types of products the customer is more likely to buy such as sending men’s styles to men and women’s styles to women for example.
You can begin to segment your email list based on the categories of customers you have available. You might make a separate list for customers based on how much they have spent on your website and their past purchases, their location, age, gender, job title and interests.
2. Timing is Important
In order to get the best response rate from your email marketing campaign, you might also think about when you are sending out your emails. Your customers’ inboxes may be flooded with emails at certain times of the day or they may not be checking their email at that time and your message simply gets buried.
In order to get your emails read you will need to plan out the best times to send out your most important messages. Typically, people check their email in the morning during the working week but marketing studies have shown that click through rates are actually higher at night after 8pm. You can send your own test emails and analyze the results to figure out when certain emails are more likely to be opened.
3. Messages Need a Call to Action
Even if your goal is simply to get certain information out there and make sure customers are reading your newsletters, you will benefit the most by including some type of call to action. People need to know what they can do with the information that you are giving them in the email so that they can respond right away.
Your call to action could include a link directly to buying a product, subscribing for a service or providing personal information to access a special offer. If your call to action includes a link then you need to make sure that you have the right kind of landing page that is directly related to your email message. Customers may give up or lose interest if they have to look through your website to find the relevant information.
4. Compelling Content is More Effective
Every time you get involved in an email campaign you need to make sure that you have compelling and well-written content at the core. This includes the subject line and the text of the message so that both are able to capture the viewer’s attention while also communicating important information.
The subject line should use actionable language that makes it clear what the user can actually do with the information you are giving them. It should compel them to open the email by making it clear what the message is about so that they don’t assume it’s something they can discard.
It is very important for the body of your email message to line up exactly with what you are promising in the subject line to improve click through rates. Clarity is the most important thing to consider in your message so that the information is brief, to the point but still appealing to the reader.
5. Images Can Help Increase Impact
While the most important part of your email message is relevant content, in certain cases including images can make the information more effective. Images help add context and help readers visualize the ideas presented in the message.
Not all email marketing campaigns need to include images, but they can be helpful and necessary when you want to showcase certain products or highlight key information. As long as you avoid adding too many images which can clutter the message, they will bring power to your email marketing strategy.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.